Coverall Franchise Overview – History and Scale
Coverall is one of the largest commercial cleaning franchises, founded in 1985 and rapidly growing into a global brand. It began franchising the same year, and today Coverall boasts over 7,500–8,000 franchise units worldwide, serving more than 40,000 customer locations. This extensive reach includes operations in 90+ U.S. markets and several countries abroad
In 2022, Coverall’s franchise network generated approximately $595 million in system-wide sales worldwide– a testament to its established presence in the commercial cleaning industry. Coverall North America, Inc., the franchisor and corporate parent, is backed by institutional investors rather than a founding family
Over the years, ownership has passed through private equity groups, reflecting a corporate management structure. Despite these changes, Coverall has maintained a strong brand reputation. It is frequently ranked among top cleaning franchises for its size and longevity.
A Brief History of the Coverall Franchise
Launched with a mission for “health-based” cleaning, Coverall built its name by focusing on professional janitorial services for businesses. By the late 1980s, it had grown into a nationwide franchise system.
The company’s emphasis on training and standardized procedures helped it expand throughout the 1990s. Today, Coverall franchise owners service a wide range of facilities – from offices and schools to medical centers. The franchise’s headquarters in Deerfield Beach, Florida supports franchisees across the globe.
Being corporately owned (rather than family-run), Coverall benefits from significant capital and resources to develop its franchise system. It has an established 40-year track record and an extensive support infrastructure built over decades.
This history provides franchisees with a sense of stability and a well-known brand name to leverage in their local markets.
Coverall’s Franchisee Support and Benefits
One of Coverall’s selling points is the comprehensive support system it offers to franchisees.
New franchise owners go through an initial training program that covers everything from effective cleaning techniques to business management basics. In fact, Coverall provides roughly 33–46 hours of combined classroom and hands-on training at start-up.
Ongoing support is also robust – franchisees have access to regional support centers, marketing assistance, customer account leads, and operational guidance from the franchisor.
Coverall helps with customer billing and collections as well, simplifying back-office tasks for franchise owners. Being a large, established network, Coverall can negotiate volume discounts on supplies and offer proven cleaning protocols (including their signature “health-based cleaning system”). Franchise owners can tout a nationally recognized brand that many clients already trust. Coverall’s scale also means franchisees may benefit from national accounts and referrals that the franchisor secures (e.g. servicing big corporate clients). In summary, Coverall’s franchise model is attractive for those who value a turnkey system with extensive training, a well-known brand, and decades of industry experience behind it.
Coverall Franchise Costs and Fee Breakdown
Joining the Coverall system does require an initial investment, though it’s relatively low compared to many franchises. According to Coverall’s Franchise Disclosure Document (FDD), the total startup investment ranges from about $17,900 up to $62,900.
This makes Coverall one of the more affordable national franchises, and in fact the company has historically allowed new owners to start with very low cash down (sometimes as little as $1,500) by financing the rest
Below is a breakdown of the main startup costs for a Coverall franchise, as outlined in the FDD’s Item 7 (Estimated Initial Investment) according to vettedbiz.com (Coverall Initial Franchise Costs – Item 7 FDD)
The Initial Franchise Fee ranges from $15,570 to $40,320 depending on the size of the territory/package you purchase
This fee gives you the rights to the Coverall brand and initial training. Beyond that, your equipment and supply package (vacuum, cleaning tools, chemicals, etc.) can cost around $1,000–$2,550. Various small business setup expenses (like registering an LLC, permits, initial office supplies, and uniforms) are fairly minimal – often under $1,000 total
Coverall suggests having a few months of working capital (“Additional Funds”) which could be a few hundred up to a few thousand dollars for expenses as you ramp up
Notably, a portion of the initial investment is dedicated to insurance and bonding: general liability insurance, a franchisee on-the-job accident insurance policy, a janitorial fidelity bond, auto insurance, and workers’ comp insurance. These protections could collectively range from a few hundred up to around $5,000+ (depending on coverage and state requirements)
Finally, if a vehicle purchase or lease is needed for the business, Coverall estimates anywhere from a few hundred for a used equipment vehicle up to ~$2,300 for a newer vehicle down payment
All told, the startup costs are relatively low – a new franchisee can start a small Coverall operation for under $20k on the low end. This low barrier to entry has made Coverall popular with first-time business owners and owner-operators.
In addition to startup costs, it’s crucial to understand Coverall’s ongoing fees that franchisees pay. Coverall’s fee structure is a bit more complex than a simple royalty, and it’s tailored to their model of supporting smaller owner-operators:
- Royalty Fee: Coverall charges a standard royalty of 5% of gross revenue on all cleaning contracts. This is a percentage paid monthly on the franchisee’s billings. It’s relatively low compared to some franchises, but Coverall also has additional fees as described below.
- Support/Administrative Fee: In addition to the royalty, Coverall assesses a 10% “Support” fee on gross billings. This effectively acts like an administrative or management fee, and it covers the ongoing support services Coverall provides (like billing clients on your behalf, customer service, and business coaching). Combined with the royalty, a Coverall franchisee typically pays 15% of their revenue back to corporate for royalties + support. These fees are deducted from customer payments before the franchisee gets their share.
- Insurance Program Fee: Coverall offers franchisees the option to participate in a group insurance program for liability and bonding. If you opt in, there is an additional fee of approximately 2.4% of gross sales to cover insurance premiums. (Alternatively, an owner can secure required insurance independently, but must meet Coverall’s coverage standards) In practice, many Coverall franchisees use the franchisor’s insurance program for convenience, and the cost is simply deducted from monthly revenue. For example, if a franchisee bills $5,000 in a month, about $120 (2.4%) might go toward insurance if enrolled in Coverall’s plan.
- New Account Sales Fee: A unique aspect of Coverall (and similar cleaning franchises) is the ability to purchase additional customer accounts through the franchisor. Coverall will find and sell client accounts to franchisees to help grow their business. However, when you accept a new account from Coverall, you pay a one-time sales and marketing fee, typically calculated as a multiple of the account’s monthly billing. The Coverall FDD notes this “multiplier” can be up to 5.0×. In practical terms, if Coverall offers you an office cleaning contract worth $1,000 per month, you might pay up to $5,000 as a finder’s fee for that account (which can often be financed). This model allows ambitious franchisees to grow faster by buying revenue, but it also means additional investment beyond the initial franchise fee. (Not all owners choose to buy accounts; you can also develop your own sales.)
Other ongoing fees can include small miscellaneous charges (for technology, etc.) and renewal fees after the 20-year franchise term. Coverall also offers an optional financing program for franchisees to finance the initial franchise fee or additional business purchases
In summary, a Coverall franchisee can expect to pay roughly 15% of revenues in royalties/support, plus insurance and any applicable account purchase fees. These fees fund the support services and customer leads that Coverall provides. It’s a system designed to make it easy for someone with little business experience to start small and grow within a guided framework.
Assett Franchise – A Family-Owned Alternative
The Assett Franchise is a newer entrant in the commercial cleaning franchising arena, and it differentiates itself through its family-owned roots and growth-oriented model. Founded in 2019 by Matt Pencarinha and franchising since 2022, Assett is a family-run commercial cleaning franchise with a mission to help franchisees build large, scalable cleaning businesses
Unlike Coverall’s corporate ownership, Assett’s leadership remains directly in the hands of its founder and a close-knit team. This gives the company a personal touch – franchisees are essentially joining a family business environment, where the success of each owner is a top priority for the founder. Assett may not have the decades-long history of Coverall, but it was born out of a successful independent cleaning company (Assett Commercial Services) that proved its model in the field before offering franchises.
Family-Owned Values and Hands-On Support
Being family-owned, Assett Franchise prides itself on treating franchisees as partners. The company’s philosophy emphasizes people, partnership, professionalism, and a pioneering approach.
In practice, this means when you join Assett, you get direct access to the founding team. Matt Pencarinha (CEO and founder) personally involves himself in training new franchise owners and continues to provide mentorship – something that’s rarely possible in large corporate franchise systems. Assett fosters a close community among its franchisees, facilitating peer support and knowledge sharing (e.g. through business workshops and one-on-one coaching sessions with the CEO)
The tone is entrepreneurial and supportive: Assett wants franchisees to succeed not just in operating a small cleaning route, but in growing into executives who manage a substantial business. This ethos is reflected in their materials – for example, Assett’s website explicitly notes, “we’re not in this to be janitors”
The goal is to help owners transition from working in the business (doing cleaning tasks) to working on the business (managing teams and clients). New Assett franchisees benefit from an intensive startup training directly with the founder, followed by ongoing daily support and a protected knowledge base of systems
In essence, Assett delivers a very high-touch, personalized support structure, akin to being part of a small family company, while still giving you a proven blueprint to run a cleaning service.
Proven Million-Dollar Revenue Potential
One of the most compelling advantages Assett advertises is its “Proven $1,000,000+ Cleaning Franchise Model”
While Coverall and similar brands often cater to small owner-operator franchisees (some only ever reaching five figures in annual income), Assett is structured from the ground up for scaling. Assett’s franchise model was designed so that an owner can grow to $1M in gross annual sales and beyond, by securing large commercial contracts and building a team of employees to service them. In fact, Assett openly promotes that its system is capable of “high-speed growth” and sustaining “large amounts of commercial cleaning revenue under one owner”
The franchise’s focus is on landing high-value recurring contracts (such as entire office buildings or medical facilities that pay tens of thousands per year each), rather than many small accounts. Assett provides marketing and sales guidance to help franchisees win these big contracts in their territory. By contrast, Coverall’s typical franchisee might start with a few small accounts and gradually add accounts – a model suited for incremental income or part-time operations. Assett flips this script by encouraging franchisees to aim high from the start. For example, many Assett owners operate full-time from day one with the explicit goal of reaching that $1M revenue mark in a reasonable timeframe. Assett’s training includes sharing a “proven business plan” that details how the original corporate location quickly scaled past seven figures in sales
This high-income potential makes Assett appealing to entrepreneurs who have bigger ambitions and are willing to invest the necessary time and resources to build a sizable business.
It’s worth noting that with higher revenue goals come slightly higher initial requirements: Assett typically looks for franchise candidates with a net worth of $100,000+ and access to $50,000 in liquid capital
Startup costs for an Assett franchise (territory fee, initial equipment, etc.) fall roughly in the range of $50K to $150K (still quite moderate compared to many franchises, but generally higher than Coverall’s entry point)
The reason is that Assett territories are larger and owners are expected to scale up with staff and marketing. Essentially, Coverall is structured to allow even someone with minimal capital to start very small, whereas Assett is positioned for those who can invest a bit more upfront to build a much larger enterprise. Neither approach is “right or wrong” – it depends on the entrepreneur’s goals. If your aim is to create a full-scale cleaning company with significant revenue and eventual equity value, Assett provides a road map for that. Coverall, on the other hand, might be suitable for someone content with a smaller operation or seeking a side business.
Automated Hiring System – Assett’s Unique Edge
Perhaps the most innovative advantage Assett Franchise offers is its proprietary Automated Hiring System. In the cleaning industry, one major challenge as you grow is recruiting and retaining reliable cleaners. Assett addresses this head-on by providing franchise owners with an industry-leading hiring automation tool. According to Assett, it is the “#1 Automated Hiring System in the cleaning service franchise industry”
This system leverages technology to continuously attract, screen, and even help onboard cleaning staff, so the franchise owner doesn’t have to spend endless hours posting job ads or interviewing candidates. Assett’s automated system can save owners significant time and money in labor management, essentially keeping a pipeline of vetted workers ready as the business grows. This means that when you, as an Assett franchisee, sign new cleaning contracts, you can quickly find qualified employees to service those contracts – allowing you to scale faster and focus on higher-level business activities. The inclusion of this hiring automation is a distinctive selling point for Assett. It underscores their philosophy of working smarter, not harder. Instead of the owner personally scrambling to find night cleaners for a new client, the system might automatically send out job listings, collect applications, and even perform preliminary applicant filtering or background checks (the exact features are proprietary, but the goal is to streamline hiring). No other major cleaning franchise is known to provide such a built-in automated hiring solution – for example, Coverall franchisees must handle their own hiring or rely on local staffing, which can be time-consuming. Assett couples this with modern management software and protected technology tools to run the business efficiently
From scheduling to quality control, many processes are digitized. The end result: Assett owners can devote more energy to acquiring clients and managing relationships, rather than being bogged down by daily operational headaches. This tech-forward approach appeals to those who want a 21st-century business model in an industry that’s often very traditional.
Comparing the Coverall Franchise and Assett – Key Differences
Ownership Structure: Corporate Parent vs. Family Business
One fundamental difference between Coverall and Assett is who is behind the franchise. Coverall is owned by a parent franchisor company (Coverall North America, Inc.) and has been passed among various investment firms in its history
Its scale means decisions may be driven by corporate executives and shareholder interests. By contrast, Assett is a family-owned franchise run by its founder. The atmosphere is more personal – you’re effectively partnering with the people who created the business, not a distant corporate entity. This can translate into more individualized attention. For instance, if a Coverall franchisee has an issue, they might go through a regional director or call a support hotline; an Assett franchisee can directly call the CEO/founder in many cases. Respectfully, Coverall’s corporate structure has proven effective in building a huge network and resources, but some entrepreneurs prefer the culture of a family business where their success is intimately tied to the founder’s legacy. Assett offers that dynamic – as a newer family business, every franchise success story is a point of pride for the founding team, not just a statistic. On the flip side, Coverall’s parent-company backing means it has deep pockets for R&D, marketing, and expansion. When choosing, it comes down to whether you value being part of a big corporate system or a smaller family enterprise. Assett clearly markets itself on the latter, and many find that attractive.
Franchisee Profile: Smaller Owner-Operators vs. Growth-Oriented Entrepreneurs
Another stark contrast is the target franchisee profile and growth trajectory. Coverall’s model welcomes even very small owner-operators – people who might start cleaning by themselves with one or two accounts. It’s possible in Coverall to keep your franchise very small (even as a side hustle) or grow at a modest pace by gradually adding accounts. Assett, however, targets franchisees who want to build a larger business from the outset. The proven $1M revenue potential is a core part of Assett’s pitch
In practice, this means Assett franchise owners are typically full-time, business-minded individuals often managing a team of cleaners within months of launch. Assett’s higher liquid capital requirement (up to $120K) also means its owners are usually more invested financially and have growth capital on hand
Coverall, with its ultra-low entry options (historically as low as a few thousand dollars), has many franchisees who treat it as a hands-on job replacement – essentially buying themselves a cleaning job with support. In fact, many Coverall franchisees are owner-operators who perform cleaning work nightly. Assett discourages this; while an Assett owner may roll up their sleeves initially to learn the ropes, the aim is to quickly hire staff and step into a CEO role. So, if you’re looking for a smaller scale, incremental business, Coverall provides a viable path. But if you aspire to be a larger enterprise owner in the cleaning industry, Assett is tailored for that ambition. It’s structured to support franchisees in winning bigger contracts, building a workforce, and scaling revenue without the limitations often seen in older franchise systems.
Systems and Innovation: Traditional Approach vs. Automated Efficiency
Coverall, due to its long history, operates with fairly traditional systems (albeit refined over time). Franchisees use Coverall’s methods for cleaning and benefit from the brand’s credibility, but much of the day-to-day operations (like staffing, local marketing, etc.) are left to each owner with guidance from the support center. Assett brings a more innovative, modern approach for running a cleaning business. The Automated Hiring System is a prime example: it’s a game-changer for franchisees who want to expand rapidly without being limited by labor shortages
Additionally, Assett heavily promotes the use of enterprise-level software and technology to manage scheduling, customer service, and KPI tracking in the franchise
As a newer franchise, Assett built these systems into its model from day one, whereas Coverall’s core model originated in the 1980s (with updates over time). For a tech-savvy entrepreneur, Assett’s tools can offer a significant efficiency edge. That said, Coverall is not without any tech – they do have systems for billing and have introduced apps for franchisees in recent years – but the difference is Assett’s tech is a centerpiece of the franchise offering, aimed at automation and scalability. When comparing the two, one might say Coverall has a proven traditional playbook, and Assett has a progressive, growth-oriented playbook. If leveraging technology and automation in a service business appeals to you, Assett provides that in a way Coverall currently does not.
Assett Franchise Owner Testimonials and Success Stories
Nothing speaks louder than the success of existing franchise owners. Assett may be a young franchise system, but its early franchisees are already reporting impressive results and satisfaction. Here are a few testimonials from actual Assett Commercial Cleaning Franchise owners that illustrate the experience and success you can expect:
“3 months ago I started my commercial cleaning business as an Assett Franchisee and I couldn’t be happier! I have a growing client base, great employees, tons of support, and I’m getting more quote opportunities all the time. It feels great to be profitable this early with tons of potential still available. The low entry cost for a huge potential with great infrastructure is what sealed the deal for me. I’m already looking into expansion! And with the constant support, I know I’ll continue to add to my current success.” – Heath, Assett Franchise Owner
Heath’s experience highlights Assett’s supportive infrastructure and the ability to achieve profitability quickly. He emphasizes the “huge potential” and that he is already considering expanding his business just months in – reinforcing Assett’s focus on growth and scalability.
“Starting my Assett Commercial Cleaning Franchise is the best move I have made in my career… Assett has been amazing to work with. Support is available whenever you need them for a problem or a question. The training has helped us so much on being streamlined as well. I highly recommend investing in your own Assett Franchise today, you won’t be disappointed!” – Albert, Assett Franchise Owner
Albert’s testimonial speaks to the high level of support Assett provides. He notes the training and systems kept his operations “streamlined,” meaning the business is efficient. His strong recommendation (“you won’t be disappointed”) and framing it as the best move in his career suggest that Assett delivered on its promises for him.
“I chose Assett’s Cleaning Franchise because my business partner and I simply could not find another company that provided what they do… We were off and running in a MONTH! I would recommend investing in an Assett Commercial Cleaning Franchise; it was the best decision we made.” – Dylan, Assett Franchise Owner
Dylan’s experience underscores how quickly an Assett franchise can be launched (“off and running in a month”) and that Assett offers a unique package that competitors didn’t. This again reinforces Assett’s distinctive value proposition (likely referring to the robust support and systems like the hiring automation). His “best decision we made” comment aligns with the others in indicating a high level of franchisee satisfaction.
These testimonials collectively show that Assett franchisees feel they have strong support, effective systems, and real potential for growth. They feel confident enough in the franchise to recommend it to others – a strong indicator of franchise health. While Coverall also surely has success stories, the enthusiasm and quick success noted by Assett owners stand out. It’s clear that Assett’s combination of personal support, cutting-edge systems, and growth mindset is translating into happy, successful franchise owners.
(All testimonials above are sourced directly from Assett Franchise’s official website, quoting actual franchise owners’ experiences assettfranchise.com)
Conclusion – Choosing between the Coverall Franchise and Assett
Both Coverall and Assett are players in the commercial cleaning franchise space, but they cater to different types of entrepreneurs. Coverall is a long-established, corporate-owned franchise with a vast network, a recognizable brand, and a time-tested system. It provides a relatively low-cost entry into the industry with the backing of a major company – an attractive proposition if you seek a smaller-scale business or are new to business ownership altogether. On the other hand, Assett Franchise is the up-and-coming challenger – a family-owned franchise that offers a more personal touch, innovative systems, and an aggressive growth model oriented toward building million-dollar businesses. Assett is ideal for those who want to run a scalable cleaning service franchise and appreciate the value of modern automation (like the hiring system) and hands-on mentorship from a founder.
Importantly, this comparison isn’t about declaring a universal “winner” – it’s about fit. If you prefer being part of a huge organization with decades of history, the Coverall franchise may suit you, and you can still build a solid business under its umbrella. However, if you’re inspired by the idea of joining a family business with a proven high-income potential, Assett offers a compelling, persuasive case. It respects what giants like Coverall have achieved, but confidently believes it can provide more flexibility, higher upside, and a closer partnership with franchisees. In a respectful nod to Coverall, Assett’s founder often acknowledges that the market is enormous (over $100 billion and growing) – meaning there’s room for many successful players. But Assett positions itself as the choice for those who don’t just want to buy a job cleaning offices, but rather want to become executives of a thriving cleaning company.
In making your decision, consider your goals: Do you want a small, steady business or are you aiming for large-scale growth? Do you value the established corporate system or the agility of a family-owned innovator? If the latter resonates more, then Assett Franchise deserves serious consideration. With its high earning potential, automated hiring advantage, and glowing franchisee testimonials, Assett makes a persuasive case as the better franchise opportunityfor ambitious entrepreneurs in the cleaning industry. And through it all, it maintains a professional respect for pioneers like Coverall – proving that you can disrupt an industry while still staying courteous and customer-focused.
Ultimately, when comparing Coverall vs. Assett, the edge leans toward Assett Franchise for those who seek a modern, growth-oriented business with a personal touch. The numbers and stories speak for themselves. If you’re ready to explore an Assett Commercial Cleaning Franchise, you can take that step knowing you’ll be joining a franchise that treats you like family and equips you like a Fortune 500 company – truly the best of both worlds in the cleaning service franchise arena.
